Instagram has launched a new feature and app, IGTV. Through the app, users can upload longer, up to one hour long, vertical videos. The app was launched in mid-June 2018. We at United Screens see that IGTV will open up new opportunities for both creators and advertisers.

Last week, Instagram arranged a workshop about IGTV where we at United Screens were co-organizers and invited our creators. During the workshop, employees from Instagram presented the new app and how it should be used in the best possible way.

We were told that there are currently no commercials in the IGTV app, but it is highly prioritized by Instagram and is expected to come shortly. Today, creators and influencers can use the app and platform to market products. Brands that already have Instagram accounts can use IGTV and vertical videos to drive traffic and purchases.

– Video is still an extremely strong format and many of Instagram’s users work with video primarily. We see great potential with IGTV for creators, where they can add value to their loyal followers and tie even stronger links to them, says Jenny Ericsson, United Screens.

– We believe that this will be a great opportunity for advertisers to reach out to their relevant target groups. An example of how advertisers could take advantage of IGTV is to use the app to reach out with their own video content for existing followers, or make branded content videos with influencers. In addition, Instagram itself says that a priority for IGTV is to launch the opportunity for advertisers to put their commercials in the relevant environment, says Nicole Haman, United Screens.